An investigation of socially responsible consumption from customers' perceptions in Ho Chi Minh city
Abstract
With the purpose of studying about customers’ consumption behaviors in
regard of social responsibility in Vietnam, this thesis investigated a sample of
customers in Ho Chi Minh City about their levels of concerns of socially responsible
consumption. The research employed the research framework from LeCompte &
Roberts’ research (2006) in France about the same topic. The measurement systems
were then refined to fit with HCMC context, using qualitative approach – interviews
with a sample of 8 people. Quantitative method was also applied to confirm the
results of the qualitative research with a sample of 246 respondents divided into
different groups of gender, age, education, income and occupation. The sample was
picked up randomly in HCMC from different locations. The study was progressed
using descriptive analysis, exploratory factor analysis and confirmatory factor
analysis to test the fitness of measurement of levels of concerns of SRC in HCMC
context and compare the differences in the levels of concerns across different
demographic factors. The research was also used to figure out differences in the
concerns of SRC between customers in France and customers in HCMC – Vietnam.
As a result of the data analysis, it was revealed that customers in HCMC do care
about SRC through 5 different dimensions – responses to corporate irresponsible
behaviors, responses to cause-related products, small business support, Vietnamese
products support and reduction of consumption volume. In addition, it was indicated
from the study that education, income and occupation have influence on customers’
concerns about SRC in certain area as well.
In conclusion of the thesis, customers in HCMC have started to set an eye
on the matter of their social responsibility through their consumption. However, it is
still a long way to go so that customers in HCMC to understand and act properly
about SRC. In order to improve this weakness, some conclusions and
recommendations were made at the end of the thesis.